Commercial Brand Manager

Hasbro; Kuala Lumpur; On-site; MYR 120,000 - 180,000; Full time

Benefits offered by this job

Health & Wellness

Annual & Long-Term Incentives

Time Off to Recharge

Life & Family Support

Volunteer and Community Initiatives

Learning & Development

Exclusive Perks

Job summary

Hasbro is seeking a Brand Manager in Malaysia (Kuala Lumpur) to translate global brand strategy into locally relevant, financially impactful plans. You will own end-to-end brand and product management, including annual planning, marketing execution, portfolio strategy, forecasting input, and performance tracking to drive revenue, market share, and margin objectives.

You will work cross-functionally with Sales, Finance, Inventory Planning, Digital, Trade Marketing, and Regional Brand Teams to

Qualifications

• 5–7 years of brand management or product marketing experience in FMCG/entertainment or related industries.
• Experience developing and executing marketing campaigns with measurable commercial impact.
• Exposure to portfolio management, forecasting and budget ownership.
• Experience working with regional or global stakeholders is preferred.

Responsibilities

• Develop and execute annual brand plans aligned with global strategy and local market opportunities.
• Translate consumer, retail and competitive insights into clear growth strategies.
• Define measurable objectives and KPIs for each campaign and initiative.
• Present brand plans internally and externally to stakeholders and partners as required.
• Own monthly brand performance reviews and recommend corrective actions.

Skills

Brand management

Campaign planning

Forecasting

Analytics

Stakeholder management

Education

Bachelor’s degree or higher in Marketing or related discipline

Job description

We take play seriously. We’re looking for curious adventurers ready to find their party, fueled by imagination and drive to build what’s never been built before. At Hasbro and Wizards of the Coast, you’ll collaborate with passionate teams to reimagine our iconic brands and create experiences that spark joy, connection, and community through the magic of play. This is your chance to shape legendary play that lasts a lifetime.

Purpose of Role

The Brand Manager is responsible for driving profitable brand growth across Malaysia and Singapore by translating global brand strategy into locally relevant and commercially effective plans.

This role owns the end-to-end brand and product management process, including annual planning, integrated marketing execution, portfolio strategy, forecasting input, and performance tracking to deliver revenue, market share and margin objectives. The Brand Manager works cross-functionally with Sales, Finance, Inventory Planning, Digital, Trade Marketing, and Regional Brand Teams to ensure aligned execution and strong in-market results.

Responsibilities

Brand Strategy & Annual Planning

• Develop and execute annual brand plans aligned with global strategy and local market opportunities
• Translate consumer, retail and competitive insights into clear growth strategies
• Define measurable objectives and KPIs for each campaign and initiative
• Present brand plans internally to local and global stakeholders and externally to customers and partners as required

Portfolio & Line Management

• Review global line plans and assess local market potential
• Select and manage product assortments for Malaysia and Singapore
• Develop pricing strategies aligned with brand positioning and margin targets
• Drive SKU productivity through ongoing performance analysis and rationalization
• Support country forecasting inputs and collaborate on S&OP processes

Commercial Performance & Forecasting

• Own monthly brand performance reviews and recommend corrective commercial actions
• Monitor sell-in and sell-through performance at category and SKU level
• Identify risks and opportunities early; develop corrective action plans
• Partner with Sales to align promotional strategy with commercial objectives
• Work closely with Inventory Planning to manage stock allocation, ageing inventory and closeouts
• Manage A&P budgets responsibly and track ROI effectiveness

Integrated Marketing & Campaign Execution

• Develop and execute integrated campaigns across digital, retail and PR touchpoints
• Prepare clear media, PR and agency briefs aligned to campaign objectives
• Ensure strong retail and in-store execution in partnership with Trade Marketing
• Collaborate with Digital teams to optimize product presence across e-commerce platforms
• Monitor campaign performance and conduct post-campaign evaluations

Cross-Functional & External Partnerships

• Build strong working relationships with Regional and Global Brand teams
• Partner closely with Sales, Finance and Inventory Planning to ensure alignment
• Manage external agencies and drive high-quality creative output
• Maintain relationships with key entertainment and licensing partners
• Collaborate with key customers to align marketing initiatives and maximize in-market impact
• Support Consumer Services with timely and accurate product information

Requirements

Experience

• 5–7 years of brand management or product marketing experience, preferably within FMCG, consumer products, entertainment, or related industries
• Experience developing and executing marketing campaigns with measurable commercial impact
• Exposure to portfolio management, forecasting and budget ownership
• Experience working with regional or global stakeholders is preferred

Skills

• Strong commercial acumen and analytical capability
• Ability to translate data into actionable insights
• Clear and persuasive presentation skills
• Strong project management and prioritization skills
• Ability to manage multiple initiatives in a fast-paced environment

Education

• Bachelor’s degree or higher in Marketing, Business or related discipline

Employees may be eligible for annual and long-term incentives as part of their overall compensation package, depending on role, location, and eligibility. Benefits and programs may include:

• Health & Wellness
• Time Off to Recharge
• Financial Well-being
• Life & Family Support
• Volunteer and Community Initiatives
• Learning & Development
• Exclusive Perks

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